Customer Relationship Management

Examines CRM as a management process to enable a customised, mutually trusting and valuable customer proposition.

Duration: 20 minutes

The information companies generate about their customers enables them to establish a high degree of customer intimacy. This e-learning module covers the data-centric aspects of customer intimacy, otherwise called 'Customer Relationship Management' or CRM. CRM is the management process that uses individual customer data to enable a customised, mutually trusting and valuable proposition. In all but the smallest organisations, CRM is characterised by the IT enabled integration of customer data from multiple sources.